Professional Documents
Culture Documents
July 2014
Contents
Overview
Overview
Volume Analysis
Share of Voice
Buzz Trends
Origin of Buzz
27
BeerAdvocate
31
BeerAdvocate Themes
32
Advocacy Analysis
37
38
39
40
10
Blue Moon
11
Guinness
14
Heineken
17
Lagunitas
20
Samuel Adams
23
41
Appendixes'
42
Data Collection
43
Advocacy Trends
45
Brand Categorization
46
Contact
2014 Brandwatch.com
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2
Overview
2014 Brandwatch.com
Overview
The objective of this research is to understand the beer industry's social media
landscape.
This report analyzes Samuel Adams, Lagunitas, Blue Moon, Heineken and
Guinness, providing examples of both craft and mainstream brands to provide a
representative picture of the beer industry at large.
The timeframe of analysis was from July 1st 2013 to March 31st, 2014
It aims to provide a foundation from which beer brands can establish a strong
social listening framework.
2014 Brandwatch.com
Volume Analysis
2014 Brandwatch.com
Share of Voice
5% LAGUNITAS
Lagunitas had the smallest
share of voice with 46,240
mentions
914K
MENTIONS
30% GUINNESS
Guinness was the second in share of
voice with 268,771 mentions
42% HEINEKEN
Even after removing sports sponsorship
and music sponsorship mentions,
Heineken still had the most number of
mentions out of the five key brands with
387,016 mentions
Sentiment
NEGATIVE
17706
2657
Lagunitas
3297
564
Heineken
33235
13894
Guinness
33666
6313
6369
1955
Sam Adams
Blue Moon
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Out of five key brands, Samuel Adams and Guinness received the most positive reception, with more than 10% of
their volume being positive
Their central roles in the boycott of the St. Patricks Day parade earned them a significant amount of positive
feedback
Heineken was the most polarized brand out of the five
2014 Brandwatch.com
Buzz Trends
GUINNESS
ST. PATRICK'S DAY
MENTIONS
80000
Blue Moon
60000
Guinness
40000
Heineken
20000
Lagunitas
Samuel Adams
July
August
2013
February
March
April
2014
Origin of Buzz
30% FACEBOOK
5% FORUM
56% TWITTER
3% NEWS
3% BLOG
Brand Content
Analysis
2014 Brandwatch.com
10
Blue Moon's association with the parent company MillerCoors was frequently highlighted, often
in a negative light
People criticized the parent company for disenfranchising Blue Moon of its craft qualities
Frequently mentioned brands besides Blue Moon included Shock Top, Coors Light, and Abbey Ale
2014 Brandwatch.com
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Blue Moon
Influential Mentions
@whattheffacts
@JetBlue
Bakeaholic Mama
584 RTs
1,815,847 Followers
genitempo
RateBeer
Food Babe
563 Comments
3 Shares
493 Comments
12
Blue Moon
Sentiment Highlights
POSITIVE
@ericjkraus
@NikaHarper
NEGATIVE
@stritle
@Zimmerino
13
Guinness Themes
What's being talked about Guinness
As pointed out previously, Guinness's boycott of the St. Patrick's Day parade in support of LGBT rights have
garnered them a lot of mentions on social media
Particularly in light of St. Patrick's day, Guinness's Irish roots were mentioned alongside the brand name
2014 Brandwatch.com
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Guinness
Influential Mentions
MMAJunkie
@CNN
@UberFacts
1887 Comments
12.8M Followers
2105 Retweets
USA Today
Al Jazeera America
Bulldawg Illustrated
533 Comments
722 Comments
15
Guinness
Sentiment Highlights
POSITIVE
@x210juggalox
@RealKevinNash
NEGATIVE
@austinbasis
@michaelvasquez9
16
Heineken Themes
What's being talked about Heineken
References to advertising campaigns, which were not observed with other brands, appeared frequently
Particularly the "Share the Sofa campaign, which had a social aspect (hashtag), had strong traction with
audiences on Twitter
Frequently mentioned competitor brands included Corona, Red Stripe, Bud Light and Samuel Adams
2014 Brandwatch.com
17
Heineken
Influential Mentions
BeerAdvocate
@JimGaffigan
@Childish Gambino
Titanic_Ant
2M Followers
@PeopleMag
@Time
BeerAdvocate
5.5M Followers
5.7M Followers
ratmoss
18
Heineken
Sentiment Highlights
POSITIVE
@chinbeard
@darrenrovell
NEGATIVE
@grantfisher628
@golphur
19
Lagunitas Themes
What's being talked about Lagunitas
Brands or breweries that are frequently mentioned with Lagunitas included Stone Brewing, New Belgium, Goose
Island, Russian River, and Guinness
Those brands, when compared with brands that surfaced as frequently mentioned for Heineken, definitely
highlighted that Lagunitas competes more within the craft realm and less with mainstream brands
2014 Brandwatch.com
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Lagunitas
Influential Mentions
Drinking an IPA by
@lagunitasbruhws - http://
untp.it/1eUpUsI
westcoastbeerlvr
Will Wheaton
@Lagunitas
544 Comments
66 Retweets
163 Comments
RateBeer
27 Likes
21
Lagunitas
Sentiment Highlights
POSITIVE
NEGATIVE
@inthefade
@mingchen37
@BeerScribe
@bgrassbluecrab
22
Special editions of Samuel Adams such as White Christmas and Octoberfest drove a lot of conversation
Like Lagunitas, Samuel Adams was mentioned along other more craft brands like Shock Top, New Belgium and
to a certain extent, Angry Orchard, but Samuel Adams was also frequently mentioned with Bud Light, Stella
Artois, and Guinness which are arguably more mainstream
From this competitor profile, we can see that Samuel Adams sits somewhere between craft and mainstream in
terms of brand positioning
2014 Brandwatch.com
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Samuel Adams
Influential Mentions
@PerezHilton
@JohnKerry
@UberFacts
5.95M Followers
1302 Retweets
1489 Retweets
My Daily Dish
Al Jazeera America
Alextricity
224 Comments
3,626 Likes
Beeradvocate
24
Samuel Adams
Sentiment Highlights
POSITIVE
@Inc
@MiaFarrow
NEGATIVE
@PaulReverePress
@CowboyCharming
25
Twitter
Domain Specific
Analysis
2014 Brandwatch.com
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Twitter Themes
Twitter Specific Trends
These brands have a strong Twitter presence, frequently attracting consumer engagement
St. Patricks Day was a big topic on Twitter across all brands
A campaign ran by @walkingdead_amc (sponsored by Heineken) was also a major Twitter topic (i.e. "Be sure to
log onto the new and improved #TWD #StorySync Sun @ 9|8c! http://bit.ly/1kIbvrP Sponsored by @Heineken_us
pic.twitter.com/BhSWf871Qm" Link)
2014 Brandwatch.com
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UNTAPPED SHARES
Sam Adams
32724
Lagunitas
15070
Heineken
6532
Guinness
3090
Blue Moon
8423
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Untapped, an app where users keep record of and publish the types of beer they are drinking, has sharing options on Twitter and it
shows an interesting insight into what people share about their drink habits
The UnTapped share numbers showed overwhelming dominance by craft brands over mainstream beer brands both in terms of
percentage share within each respective brand and absolute number of Tweet shares
This suggests that people are more likely to share the fact that they are drinking craft brands like Lagunitas or Samuel Adams than
brands like Heineken or Guinness
Lagunitas, in particular, had a very active Untapped user following who tweeted about drinking beers from the brand
Number of shares above might be incongruous with the actual market share or overall Twitter volume for these five key brands, but it's
an indication on what people like to share on social or with which brands consumers would like to associate themselves
This is a good example of how certain brands reap benefits from free social marketing
2014 Brandwatch.com
28
BeerAdvocate
Domain Specific
Analysis
2014 Brandwatch.com
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8% BLUE MOON
33% SAMUEL ADAMS
9% GUINNESS
678
MENTIONS
6% HEINEKEN
43% LAGUNITAS
30
Branded Conversation
Major Beer Brands on BeerAdvocate
92.3%
1.4% DOMESTIC
All mentions of BeerAdvocate on Brandwatch were categorized based on Brand Types; most major beer brands
as well as the five key brands were used to identify each post
As observed in the volume of five key brands, these forums tended not to discuss mainstream beers and users
on BeerAdvocate tend to discuss very niche craft brands like Hill Farmstead, Cherry Rye, Tired Hands, Funky
Buddha, and Firestone
2014 Brandwatch.com
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BeerAdvocate Themes
What's being talked about on BeerAdvocate
A lot of "trade" keywords related to trade shows and beer trade information indicate that users of these forums
have expertise in this field
There are a lot of keywords indicating discussions around flavor and taste of the beer which suggests that
BeerAdvocate is a channel for knowledge exchange allowing users to discover new beers based on
recommendations
Often mentioned brands and breweries on BeerAdvocate included, Heady Topper, Bruery, Goose Island (Bourbon
County Stout), Hill Farmstead, Cherry Rye, Tired Hands, Funky Buddha, Firestone
2014 Brandwatch.com
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RateBeer
Domain Specific
Analysis
2014 Brandwatch.com
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344
19% GUINNESS
MENTIONS
9% HEINEKEN
24% LAGUNITAS
34
Branded Conversation
Major Beer Brands on BeerAdvocate
89.1%
2.3% DOMESTIC
35
RateBeer Themes
There are similar profile of keywords to that from BeerAdvocate, which again supports the claim that these
forums are where audiences come to gain more expert knowledge on the beer space
Frequently mentioned brands included Crooked Stave and The Bruery - Bottleworks XII
2014 Brandwatch.com
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Advocacy
Analysis
2014 Brandwatch.com
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Brand Advocacy
10%
8%
AVERAGE 6.4%
6%
ADVOCACY %
12%
4%
2%
0%
Blue Moon
Guinness
Heineken
Lagunitas
Sam Adams
Analysis of advocacy indicators across five brands (as defined by Appendix II)
Even though larger brands also have larger raw volume of mentions with advocacy indicators, in terms of the
percentage, most brands had about the same level of advocacy
Advocacy score on average across five brands was 6.4%
Guinness led the advocacy race with a score of 7.3%
Besides consumers directly expressing love for the brand Guinness, there were also a lot of mentions around
love for the cocktail Irish car bombs as well as St. Patrick's Day festivities
2014 Brandwatch.com
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10%
8%
6%
ADVOCACY %
12%
4%
36
21
2%
0%
Blue Moon
Guinness
Heineken
Lagunitas
Sam Adams
39
10%
8%
6%
ADVOCACY %
12%
4%
2%
0%
Blue Moon
Guinness
Heineken
Lagunitas
Sam Adams
40
Beer Forums
Advocacy
Niche Crafts
2014 Brandwatch.com
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Appendix
2014 Brandwatch.com
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Appendix I
Data collection
Collected data from each brands were then filtered appropriately to remove spam
and irrelevant noise
2014 Brandwatch.com
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Appendix II
Heineken
86% OTHERS
Guinness
97% OTHERS
3% SPORTS SPONSORSHIP
For brands like Heineken and Guinness, there were significant portion of the volume that discussed the brand in
the context of their respective branded sponsored events in music and sports
While these are interesting characteristics that accentuations differences in profiles between two mainstream
import brands and three domestic craft brands, these data did not give much insight into how these brands'
beers are perceived by the audience. Therefore these sponsorship mentions were removed for the purposes of
the analysis
Heineken Heineken Classic, Heineken Manchester City Partnership etc
Guinness Guinness Champions Cup
2014 Brandwatch.com
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Appendix III
Advocacy Trends
2014 Brandwatch.com
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Contact
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Twitter @brandwatch
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Fax
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Document Limitation
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
2014 Brandwatch.com
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